I don't think "morality" is the real issue with GTA V or its characters, it's more that the characters are annoying, unpleasant to play, and poorly-written.
Aside from that, in the 4 hours or so that I've played so far, the gameplay is fairly dull. It's mostly like GTA IV with some minor technical improvements, and a worse story. I really enjoyed GTA III and IV, and therefore pre-ordered GTA V - but so far, this just isn't doing it for me.
With other recent games, flawed as though they may have been, were more engrossing - and I couldn't wait to get home to play them (e.g: The Last of Us in particular and Bioshock Infinite as runner-up). With GTA V, I just don't have that desire, it feels more like a chore to sit through the painful dialog and contrived missions.
People will say "it's a sandbox game," who cares about the story or characters"? But if it's all about the sandbox, then even put the story in there in the first place?